Designing culture for You, I and We
Culture Design Exploring social innovation in Danish design and architecture
OPLÆG COLUMBIA UNIVERSITY STUDIO X NOVEMBER 2009
2010
OPLÆG STUDIO X NEW YORK 5. NOVEMBER 2009
This is Christian Cultural planner, philosopher and filmmaker
In spring 2009 they formed the design agency
UiWe
This is Jacob Architect, designer, urban planner and a terrible drawer
Today we want to talk about ourselves and have a conversation with LEONG LEONG ARCHITECTURE on
culture design
What do we mean by design? How can we redefine good quality Danish Design?
2010
OPLÆG STUDIO X NEW YORK 5. NOVEMBER 2009
How can design become more than objects of consumerism
How can design be a part of the solution, not the problem?
no more consumer mass design
THINK
BIG
GET INVOLVED This is NOT good quality!
“Design’s too important to be left to designers” Tim Brown IDEO
culture
What if we could design a that enables people to participate in creating good quality?
We think THIS is great quality! 2010
OPLÆG STUDIO X NEW YORK 5. NOVEMBER 2009
Culture is a way of conceptualizing the complexity of “we”
What do we mean by culture?
Historical:Culture is social heritage, or tradition, that is passed on to future generations. Behavioral: Culture is shared, learned human behavior, a way of life. Functional: Culture is the way humans solve problems of adapting to the environment or living together. Mental: Culture is a complex of ideas, or learned habits, that inhibit impulses and distinguish people from animals. Normative: Culture is ideals, values, or rules for living. Structural: Culture consists of patterned and interrelated ideas, symbols, or behaviors. Symbolic: Culture is based on arbitrarily assigned meanings that are shared by a society (wikipedia)
Behavioral definition:
Normative defintion:
WHAT WE DO Culture as human behavior
WHAT WE WANT Culture as ideals and values
Anthropological approach: understanding the ways we act and interact.
Hermeneutic approach: seeing cultural expressions as ideals and values.
Culture is what ties us all together as a “we”
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OPLÆG STUDIO X NEW YORK 5. NOVEMBER 2009
etc.
anthopology / users
urban planning
The hyper complex challenges of contemporary society require crossdisciplinary solutions: sustainability, urban planning, education, social welfare
technology
Why culture design?
organisation private / public
Challenge:hyper specialized fields / sciences
organisation private / public
anthopology / users
urban planning
and breakes silos within specialized fields
Culture Design
etc.
Culture Design
technology
organisation private / public
Culture Design bridges specialized fields
Culture Design aims to bridge the cultural differencies that defines the silos
We propose to link the experimental design methodology with an experimental approach to culture Design as a physical product
Culture as behaviour
Cultural Design Culture as ideals
Design as a Service or process
We started by breaking our own
We brought you 4 themes: It is about asking questions together about how we act and interact
2010
OPLÆG STUDIO X NEW YORK 5. NOVEMBER 2009
Creative learning Grounded city branding Future-proof welfare Active sustainability
Creative learning
Creative solutions calls for creative people!
The Marshmellow Challenge at Creative Places + Spaces in Toronto last week tested on a gang of creative professionals
Ken Robinson says schools kill creativity at Creative Places + Spaces last week
The Marshmellow Challenge tested with a gang of kindergarteners
Guess who won....
Scientific research on creativity
98% 5-10 years 32% 10-15 years 10% 3-5 years
25+ years
2010
How can we redesign schools that evolves creative capacities instead of diminishing them?
3%
OPLÆG STUDIO X NEW YORK 5. NOVEMBER 2009
People smart Number smart Picture smart Word smart Music smart Body smart Nature smart Self smart
Howard Gardner defines intelligences not two
Up to 75% of learning happens through
informal learning!
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CASE: Redesign 12 existing schools to fit present day needs
We needed to break the barriers of the existing school organisation
“Everywhere we look, we see institutions that appear the same as they used to be from the outside, and carry the same names, but inside have become quite different. We continue to talk of the nation, the family, work, tradition, nature, as if they were all the same as in the past. They are not. The outer shell remains, but inside all is different.” Anthony Giddens
“We need to reconstruct the institutions we have or create new ones in ways appropriate for the global age” Anthony Giddens: http://www.lse.ac.uk/Giddens/reith_99/week1/week1.htm
http://www.lse.ac.uk/Giddens/reith_99/week1/week1.htm
2010
OPLÆG STUDIO X NEW YORK 5. NOVEMBER 2009
Multi programme
+ +
+ ++ 10.00
Self organising
Realism
Shell bombing
+
Paralelle institution
Centres of excellence
Parasite Hacker
Open source
Rhizome
What if the school had a completely flat structure? So that every individual could structure their own education.
Self-organizing
Teachers Toilets / Baths Storage + General classrooms Specified classrooms Library Hallways Stairs Commons
2010
OPLÆG STUDIO X NEW YORK 5. NOVEMBER 2009
Challenge: Finding a common language How could we get everybody to agree on how this new, open school was to be organized?
Parent’s language
Teacher’s language
Designing a common language Kid’s language
Administration’s language
A year and 50 meetings later...
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Product: A set of building blocks
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New functional organization
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OPLÆG STUDIO X NEW YORK 5. NOVEMBER 2009
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2010
OPLÆG STUDIO X NEW YORK 5. NOVEMBER 2009
CASE: analyse potentials for new school development in new-town Ørestad, Copenhagen, DK
Centres of excellence
What if the school was hyper specialized and offered deep knowledge in a certain field?
Going to class!
New specialized IT and technology highschool in Ørestad By 3XN
“Imagination is more important than knowledge.” Albert Einstein
A fortunate chance to prototype in real life
2010
OPLÆG STUDIO X NEW YORK 5. NOVEMBER 2009
10
Bottom line: Analysing and challenging existing organisational and physical structures Creating a common langauge between users Prototyping and testing a new organisation in real life
Can design realize a vision for a town based on its inhabitants’ stories and dreams?
Global city challenges A Creative Class struggle: competition between cities in the experience economy
And a question about how we want to live together in our cities
2010
OPLÆG STUDIO X NEW YORK 5. NOVEMBER 2009
CASE: Vision for Elsinore Elsinore + ReD Associates Introducing a cultural approach to identity building of Elsinore
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Facts on Elsinore: 45 min from Copenhagen Approx: 60.000 Inhabitants
Elsingore >
A vacuum in Elsinore’s identity after the downfall of the shipyard
Copenhagen >
Lack of self-identity
Old economic foundation is falling apart (no more drunk Swedes) An obsolete business model
Tourism potential is there, but not realized - people come, but don’t stay A potential, but no strategy
Elsinore challenges: Lack of self-identity
A potential, but no strategy
A common vision ? Ambitious public cultural projects (but no grounded notion about the projects) A future model without local ownership
2010
OPLÆG STUDIO X NEW YORK 5. NOVEMBER 2009
A future model without local ownership
An obsolete business model
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Cultural analysis approach:
NOT the quick branding fix...
User oriented culture analysis deploring tools from anthropology: Observing, gathering, participating, interpretating (not just asking)
avoiding “the creative municipality” trick
HORNBÆK
Videnspersoner: Orvar Löfgren, professor ved Lund Universitet
Tobias
Claudia Rota Andersen, Danmarks Turistråd Trevor Davis, kulturentreprenør og leder af KIT
Hans Finn Annelise og Jørgen
KØBENHAVN
ÅLSGAARDE
Janus
inclusive skøn natur
tryghed
tryghed
ro
natur
vandet
bekvemmelighed fordybelse
Ursula Aviva og Sisse
historier
Arne
honest det gamle
Anders
Anja
nærhed
rødder
genkendelighed
natur genkendelighed
authentic AUTENCITET
uspoleret
virkeligt (ikke for perfekt)
traditioner forfædre
historie
+ 14 hold endagsturister
Samler
Videnspersoneer:
Repræsentanter for kommunens forvaltninger Henrik Numelin, Helsingør turistbureau
Extracting meaning from images and narratives found in the field research
Birgitte Bergman, citychef Claus Dalgas, Helsingør Dagblad
Quality in research (rather than quanity) Martin Christiansen, initiativtager på Elværket Lars Poul Erik, Toldkammeret SNEKKERSTEN Personal narratives and places of meaning Nanna Kannenworff, iværksætter Participating in everyday setting Victoria Borgere og fraflytere
Sommerhusejere
Potentielle turister
ESPERGÆRDE
FÆLLES VÆRDIER FOR DE TRE SEGMENTER
oprindelse
HELSINGØR
Methodology applied
charme
det runde og bløde
Tom Jesper
hygge
autentisk
komfortabel
Danyal
nærvær
NÆRHED
calm fællesskab RO
Nikolaj og Tanja
det velkendte enigmatic
tætte relationer hav
Helsingør intimate skal...
Line
Morten
Natalie
skov
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Product:
Value-based design manual guiding the municipality Holistic + pragmatic implementation of the vision
Using the sensibility of the cultural interpretator in the proces
authentic NÆRHED Opdyrker RO calm AUTENCITET intimate
Jæger
Challenge: Integrating organizational power to ensure execution of the vision Dept. of planning Designing the city
Dept. of commerce Attracting business
How do we create a cross disciplinary organizational driver? New residential programming
Urban design proposals
Design guidelines Dept. of culture Creating cultural services
Dept. of communication Branding Elsingore
Rites and rituals
2010
Prototype events
Tourist initiatives
OPLÆG STUDIO X NEW YORK 5. NOVEMBER 2009
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Bottom line: Integrate user-oriented research and creative interpretation Creating tools that can facilitate a collective development process Engaging and syncing key actors in making the vision happen
Today the agricultural production landscape covers
62% of Denmark. This part of the country is managed by the population - the farmers.
1% of
40% of the agricultural production is exported
Last year some 17 290 individual farms received support representing 5% of the total EU of almost
2 billion $ 2010
OPLÆG STUDIO X NEW YORK 5. NOVEMBER 2009
How can we design a environmentally, economically and socially sustainable Danish agriculture?
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Traditional Danish culture: Farming
What if Denmark farmed pharmaceuticals? Pharmland ™
Political support
Vision for a new Danish identity New technology: Pharming
Urban planning
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20 m2 world demand of
of bioengineered plant can produce enough antibodies to meet a
14 million Euros.
A minipig used in pharmaceutical industry is sold for pig is sold for
1,5 euro pr. kg.
2010
125 euros per kg. An ordinary
OPLĂ&#x2020;G STUDIO X NEW YORK 5. NOVEMBER 2009
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Potential land-use
Polymer plastics Biofuel Solar fields Wind turbine fields
Bottom line: Analysing and challenging an existing view of self identity Bringing new groups of specialists together for a common project
We think this is quality. Donâ&#x20AC;&#x2122;t you? 2010
OPLĂ&#x2020;G STUDIO X NEW YORK 5. NOVEMBER 2009
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Challenges The experience of sustainability issues as complex and too hard to handle. CASE: improving the experience of the of deAn everyday packed with an overload Danish system- in forthe bottles + cans mandsrecycling to take action abstract.
How do you design a system where the user can ACT on sustainability issues?
FACTS on DANISH RECYCLING SYSTEM 446 million items 13,000 returns recipients - mainly supermarkets 2,900 reverse vending machines Returns percentages for 2008: 88%
Realized by Via Design + Danish Recycling System
When a can is recycled you spend only would require to produce a new can When 1 lb of aluminium is recycled saved
5% of what it
9 lb of CO2 is
9: E:GHDCA><: 6HE:@I:G
Danish Recycling System today Work well, but could be better
Approach: Analyzing social and personal motives for using - and not using - the Danish recycling system Mapping and understanding the complex variety of motivations: functional, social, personal
Consumer
2010
Money
Danish Recycling System
OPLĂ&#x2020;G STUDIO X NEW YORK 5. NOVEMBER 2009
Exploring new ideas to strengthen the recycling system
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Anthropological approach (2) Qualitative dialogue with selected users in their home setting
Mapping of user patterns Costumer journey + tracking of interaction points
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Cultural mapping shows: a desire to participate a potential in acting for a greater cause
Integrating professional, cultural perspectives in the proces Developing perspectives with a range of cultural specialists: artists, cultural theorist, sustainability practioneers Using film as medium to enhance the experience of immediacy in the idea generation
Using the recycle infrastructure as hub as a site for social action on sustainability isssues The potential in the shop as a hub for community engagement
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OPLÆG STUDIO X NEW YORK 5. NOVEMBER 2009
Consumer + citizen
Money + ethic value
Better quality Danish Recycling System
Realizing the cultural potential by framing the user-experience in the light of the bigger picture
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Bottom line: maps the complex motives of the user investigating how design can support the experience of values and ideals in everyday actions explores solutions that combines high performance service with an understanding for the social and cultural desires of the users
Bottom Bottom line: Focus on people â&#x20AC;&#x2DC;s needs and actions (rather than just objects) Develops tools that enable co-creation rather than finished solutions Work integrated with programming and design Involve the client in the design process to ensure ownership Integrate user oriented research and creative interpretation Be honest about exercising a personal cultural sensibility and ethic
So... What do you think? www.uiwe.dk
2010
OPLĂ&#x2020;G STUDIO X NEW YORK 5. NOVEMBER 2009
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